"Tough guys to the ironing boards".

The campaign is aimed at fashion-conscious, trendy men who value a well-groomed appearance - and, of course, the women who will benefit from this campaign. The campaign is intended to present the topic of "ironing men" with a wink of the eye. The challenge is to question social conventions and trigger a debate on the subject. Enough with the clichés, bring on real men who care about their appearance, do the housework and show emotions.

"The time has come for modern, true men to pick up the iron themselves. Shirts are the centerpiece of every well-styled man. On average, he should have 21 of them. Men in their shirts ironed with precision simply look attractive, and that's what we women like," says Brand Manager Melanie Rüdin. The Braun Care Style series makes ironing easier for the Real Iron Man with state-of-the-art iCare technology, which allows all textiles to be ironed at a preset temperature.

The campaign video #REALIRONMAN has been viewed over 2 million times since November 28, 2016 and has become a viral hit. The stylish setting, the sporty introduction and the surprising resolution are causing quite a stir. The stereotypical role of the woman at the ironing board is broken up, and instead muscular guys can be seen making ironing sexy. And in doing so, they send out a clear message: Household chores should no longer remain a woman's domain, real men iron too.

Well-known Swiss bloggers have taken the campaign video as a basis, interpreted it in their own individual way and thus helped the campaign to go viral. In a witty, entertaining way, this highlights equality issues. After all, today's man is no longer a pasha, as Melanie Rüdin von Braun also points out: "He is demanding, attaches importance to a well-groomed appearance, and irons his clothes himself to do so."

The videos are shared on various social networks and trigger a lively discussion. An entertaining example: the #realironman battle from the blog Heypretty.ch.